Products showcase

Loft is a leading proptech focused on simplifying the real estate market through digital and financial solutions, operating in over 800 cities in Brazil and serving more than 500K users. In a market where renting is often complex due to guarantor requirements and high upfront costs, Rental Guarantee emerged as a solution that brings security to landlords and accessibility to tenants.

As Loft’s main product, Rental Guarantee plays a key role in revenue and adoption. I worked in the squad responsible for its Activation and Renewal flows, where real estate agencies create and manage proposals for their clients.

The proposal flow starts when an agency submits client data for credit analysis, which can result in three main states:

Approved → The agency can choose any available product and generate a proposal‍

Derived → The agency can proceed, but the approval depends on a deeper credit review‍

Rejected → The agency cannot access standard products and can only choose a lower-risk alternative

This moment is critical as it directly impacts conversion and the core screen, the Showcase, had significant usability issues. The layout was overly vertical, required excessive scrolling, and lacked clarity in how products differed, making comparison difficult.

As a Product Designer, my challenge was to redesign this experience to be clearer, more efficient, and easier to navigate, while also creating opportunities to drive better product choices and increase revenue.

In collaboration with the Revenue team, we hypothesized that enabling product personalization would help agencies better compare options and make better decisions, leading them to naturally choose more robust, higher-value products that provide greater security for clients while increasing company revenue.

To validate this, we conducted:

→ Qualitative research with 12+ agencies

→ Analyzed 600 minutes of interviews, with over 640 tagged insights using Dovetail

→ Quantitative research with over 300 agencies

Combining qualitative and quantitative research gave us strong confidence in our direction.

The research confirmed most of the key issues in our experience. The interface was highly vertical, requiring excessive scrolling, and product attributes like coverage, fees, and commissions were unclear, making it difficult for agencies to compare options and make confident decisions.

We learned that agencies needed more flexibility to adapt products to their clients’ contexts, choosing a product was not just about price, it also involved risk, commission strategies, and client profiles. The research also uncovered new opportunities, helping us define an opportunity tree for future tests and directions for the product.

I led the design of a new Showcase experience focusing on four main pillars: clarity, comparison, customization and an all-in-one experience.

The new experience brought clearer credit analysis feedback, a more compact all-in-one layout with less scrolling, and the customization of key parameters like exit cost and commission, supported by better contextual explanations.

We shifted from a static list to a more dynamic and personalized flow, enabling agencies to configure the best option for each client. The rollout was done gradually through A/B testing, starting with 10% of users and scaling to 100%, while monitoring behavior through Clarity, operational data, and CSATs to iterate and improve the experience.

+R$3M/year in new revenue

+14% shift from Fit to Smart products (higher-value tier)

+3.2% increase in average ticket

The first version did not include upsell mechanisms, only basic customization. Even so, we saw a clear shift from lower-tier to higher-value products driven by better clarity and comparison. It also enabled continuous experimentation, opening space for more advanced personalization and upsell strategies in our product.